Case Study: Create a Promotion
PURPOSE
Assessment Task is designed for you to plan and create a promotional activity using digital technology that is suitable for a targeted market.
Scenario
You have just commenced working at eSpa. A salon based at Stone's Corner in the suburb of Greenslopes in Brisbane. eSpa salon has replaced an existing salon and now offers a choice of spa treatments, facials, eye treatments, nail services, makeup, tanning and waxing. Further information about the salon can be found in the business plan located here: eSpa Homepage
You are enthusiastic and looking for ways to build your clientele. Tuesdays and Wednesdays always seem quiet in the salon and the weekends are very busy. You are keen to pamper the existing clientele (mainly women aged 55+), but you also want to attract new customers. You are acutely aware that when you attract new customers, you need to create satisfaction for the customer as well as cash flow for the salon. The goal would be to create long-term customer relationships where you and the customer both win with value enhanced, satisfying exchanges.
Over the years, the area that the salon is located, has seen changes in demographics and cultural growth. Based on the information you find when researching the surrounding area, you narrow down and concentrate your efforts of marketing your products and services to a targeted market.
You can research the area and its demographics by clicking here: Australian Bureau of Statistics data for Greenslopes/Stones Corner
The growth and change in the community has seen an increase in portable communication devices such as smartphones, tablets and laptops. This has boosted the ability to be contacted or make contact anywhere and anytime. Traditional methods of reaching out to people with letters and print media are costly and time delayed. Hence the marketing objectives in the eSpa business plan are centered on digital engagement strategies for your target market.
A part of promoting your salon's products and services will include knowledge of the importance of keeping abreast of your competitor's activities. You are aware of at least 2 salons in the vicinity of Stone's corner and Greenslopes that are offering very similar products and services to your salon. It's now that you start formulating ideas and ways to market your products and services differently to them and promote your salon's unique selling proposition.
Task 1 Create a Promotion
In assessment 1 section E, you identified a probable target market for manicure and pedicure services. You are now required to create marketing strategies that promote manicures and pedicures to the customers and puts eSpa ‘front and centre' when they are seeking these nail services.
Remember to ensure characteristics of the service are desirable to the customers' needs and optimises profit for the salon.
a. You are required to create an online marketing activity to promote manicures and pedicures. This marketing activity must incorporate a marketing mix specifically designed for your identified target market. Refer to the business plan for information on key products and services and marketing objectives. It can be found here: eSpa Homepage
Using mailchimp * as your digital platform, create an email that can be distributed to your target market and creatively promotes manicures and pedicures.
*Mail chimp is an online marketing tool used to design, send and track emails to customers. It can also link your promotions to your business' social media pages. You will need to create an account to use it (it's free). Once you have created the promotional email, please take a screenshot and upload it as part of your assessment on the LMS.
b. Based on your target market research, explain your marketing mix and how you arrived at this conclusion?
c. List the relevant people you would need to consult with when creating marketing strategies for the promotion.
d. After analysing your competitors, describe how your marketing strategies differ to your competitors.
e. Consider the pros and cons of traditional methods of advertising such as local leaflet distribution compared to online marketing with emails.
i. How do the costs and benefits compare?
ii. What would you consider to be the effects online marketing could have on customer service?
Task 2 Meeting Agenda
Create a meeting agenda for all those involved in the marketing effort.
a. Brief them of their roles and responsibilities to ensure the success of the promotion.
b. Describe the process you have taken so far with research and analysis and how you will monitor marketing activities and evaluate the business performance when the promotion is underway to ensure customer satisfaction.